Understanding the influencing mechanism of users’ participation in live streaming shopping: A socio-technical perspective
IntroductionIn live streaming shopping, exploring the influencing mechanism of consumers’ participation is an important prerequi site for understanding consumer behavior in social commerce activities. The purpose of this study is to explore the relationship betw een technological and social factors...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2023-01-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1082981/full |
| _version_ | 1797953873577508864 |
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| author | Xueyan Dong Xu Liu Xuan Xiao |
| author_facet | Xueyan Dong Xu Liu Xuan Xiao |
| author_sort | Xueyan Dong |
| collection | DOAJ |
| description | IntroductionIn live streaming shopping, exploring the influencing mechanism of consumers’ participation is an important prerequi site for understanding consumer behavior in social commerce activities. The purpose of this study is to explore the relationship betw een technological and social factors (visibility, media richness, guidance shopping and real-time interactivity) in live streaming shop ping and consumers’ purchase intention. The mediating roles of attraction and cognitive assimilation were also examined.MethodsThis study collected 425 pieces of data through questionnaire survey. The structural equation model is established based on S-O-R frame. The hypothesis is tested by structural equation model.ResultsOur study found that that real-time interactive and media richness positively affect attraction; visibility, guidance shopping and media richness positive affect cognitive assimilation; cognitive assimilation and attraction positive affect consumers’ purchase intention; cognitive assimilation and attraction play a partial mediating role in the influence of technology and social factors on cons umers’ purchase intention of live streaming shopping.DiscussionFrom the perspective of socio-technical, this study explores the influence mechanism of different influencing factors on consumers’ purchase intention in live streaming shopping. This study expands the application of IT affordance theory in the context of live streaming shopping, and reveals the mediating role of attraction and cognitive assimilation between social, technological factors and consumers’ purchase intention. |
| first_indexed | 2024-04-10T23:08:54Z |
| format | Article |
| id | doaj.art-5f9946d0301946fc8cd7bf250f2875d3 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-10T23:08:54Z |
| publishDate | 2023-01-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-5f9946d0301946fc8cd7bf250f2875d32023-01-13T06:36:52ZengFrontiers Media S.A.Frontiers in Psychology1664-10782023-01-011310.3389/fpsyg.2022.10829811082981Understanding the influencing mechanism of users’ participation in live streaming shopping: A socio-technical perspectiveXueyan Dong0Xu Liu1Xuan Xiao2School of Management, Northwestern Polytechnical University, Xi'an, ChinaSchool of Management, Northwestern Polytechnical University, Xi'an, ChinaSchool of Management, Guangzhou University, Guangzhou, ChinaIntroductionIn live streaming shopping, exploring the influencing mechanism of consumers’ participation is an important prerequi site for understanding consumer behavior in social commerce activities. The purpose of this study is to explore the relationship betw een technological and social factors (visibility, media richness, guidance shopping and real-time interactivity) in live streaming shop ping and consumers’ purchase intention. The mediating roles of attraction and cognitive assimilation were also examined.MethodsThis study collected 425 pieces of data through questionnaire survey. The structural equation model is established based on S-O-R frame. The hypothesis is tested by structural equation model.ResultsOur study found that that real-time interactive and media richness positively affect attraction; visibility, guidance shopping and media richness positive affect cognitive assimilation; cognitive assimilation and attraction positive affect consumers’ purchase intention; cognitive assimilation and attraction play a partial mediating role in the influence of technology and social factors on cons umers’ purchase intention of live streaming shopping.DiscussionFrom the perspective of socio-technical, this study explores the influence mechanism of different influencing factors on consumers’ purchase intention in live streaming shopping. This study expands the application of IT affordance theory in the context of live streaming shopping, and reveals the mediating role of attraction and cognitive assimilation between social, technological factors and consumers’ purchase intention.https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1082981/fulllive streamingsocio-technical perspectiveIT afordanceattractioncognitive assimilationlive streaming participation |
| spellingShingle | Xueyan Dong Xu Liu Xuan Xiao Understanding the influencing mechanism of users’ participation in live streaming shopping: A socio-technical perspective Frontiers in Psychology live streaming socio-technical perspective IT afordance attraction cognitive assimilation live streaming participation |
| title | Understanding the influencing mechanism of users’ participation in live streaming shopping: A socio-technical perspective |
| title_full | Understanding the influencing mechanism of users’ participation in live streaming shopping: A socio-technical perspective |
| title_fullStr | Understanding the influencing mechanism of users’ participation in live streaming shopping: A socio-technical perspective |
| title_full_unstemmed | Understanding the influencing mechanism of users’ participation in live streaming shopping: A socio-technical perspective |
| title_short | Understanding the influencing mechanism of users’ participation in live streaming shopping: A socio-technical perspective |
| title_sort | understanding the influencing mechanism of users participation in live streaming shopping a socio technical perspective |
| topic | live streaming socio-technical perspective IT afordance attraction cognitive assimilation live streaming participation |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.1082981/full |
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